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Journey into the mind of offline bettors

Ethnogram Ethnographic Research and Service Design

Founded in 2004, Bilyoner.com is Turkey’s first digital online legal betting site, with 2.5 million members, it is also the largest.

The Bilyoner.com team, wanted to redesign the experience of digital betting. They asked for our support to understand and improve the experiences of offline players.


Field observations and contextual interviews

During of 5 weeks ethnographic research, we immersed into the lives of offline bettors. We’ve conducted shadowing studies and field observations at betting windows especially on match days.

Together with other participants of the project we’ve mapped out the customer journeys of 4 different bettor personas. Our research showed pain points in online betting as well as special moments between offline / online worlds where innovative interactions may emerge.